Coffee Export Marketing Strategy in North Sumatra Province During the COVID-19 Pandemic

Abstract

The purpose of this research is to analyze coffee export marketing strategy in North Sumatra Province during the coronavirus disease 2019 (COVID-19) pandemic. This study uses a descriptive research method with a qualitative approach. The research is conducted in North Sumatra Province. Data collection techniques in this study used literature study, observation, and documentation. Data analysis uses strengths, weaknesses, opportunities, and threats (SWOT) analysis. The internal factors of strength affecting coffee export in North Sumatra Province are physicality and quality, timely delivery, potential exporters, and networking as well as the internal factors of weakness, namely promotion, capital, and pricing policies. The external factors of opportunity, namely licenses, regular consumers, and export tariffs as well as the external factors of threat, namely prices, demand, the role of government, competitors, and the condition of the coronavirus disease 2019 (COVID-19). Keywords: Coffee Export, Marketing Strategy, COVID-19 Pandemic, SWOT Analysis